The Travel-Reading Connection: A €2.3 Billion Opportunity
Belgian travelers make 4-6 international trips per year. Research shows that 72% of Belgian consumers actively seek curated selections and expert advice before traveling.
This isn’t coincidence—it’s consumer behavior shifting in real-time.
The 3-6 Month Window
Travel planning typically begins 3-6 months before departure. This extended preparation window creates multiple touchpoints:
- Destination Research Phase (planning begins)
- Experience Curation Phase (choosing activities)
- Reading Preparation Phase (selecting travel books)
- Pre-Departure Phase (last-minute additions)
- Post-Travel Phase (reflection and gift-giving)
Each phase represents a sales opportunity for bookstores and publishers.
Why This Matters for Bookstores
Traditional bookstore foot traffic follows seasonal patterns. But destination-driven reading breaks this pattern:
- Customers actively search for specific content (travel guides, destination fiction, cultural insights)
- Purchase intent is higher (books are preparation, not impulse)
- Customer lifetime value increases (gift-giving, return visits)
- Event opportunities emerge (travel talks, author events, destination evenings)
The Market Data
- €2.3 Billion: Annual Belgian travel market spending
- €1.2 Billion: Annual Belgian book market value
- 72%: Consumers who prefer curated selections
- 4-6: Average international trips per Belgian per year
The overlap is significant. The question is: Are bookstores capturing it?
How to Implement This
For Boekhandels:
- Create “Destination Tables” organized by travel period and location
- Partner with travel agencies for co-marketing
- Host destination preparation events
- Bundle books with travel guides and cultural insights
For Uitgeverijen:
- Time campaign launches to travel planning seasons
- Develop destination-specific book collections
- Create author events around travel themes
- Explore licensing partnerships with travel retailers
For Reisorganisaties:
- Include curated book selections in travel packages
- Co-brand preparation materials
- Create destination gift boxes with books
- Develop premium reading experiences
The Competitive Advantage
Bookstores that recognize this trend gain:
- Higher-intent customer visits (people actively seeking books)
- Increased basket size (books + travel guides + gifts)
- Seasonal predictability (plan inventory around travel seasons)
- Partnership opportunities (travel agencies, publishers, hotels)
- Community engagement (events create loyalty)
What’s Next?
The most successful bookstores won’t compete on price—they’ll compete on curation, expertise, and experience.
This means:
- Expert staff trained in destination books
- Thoughtfully curated destination collections
- Events that bring travel to life
- Partnerships that create unique value
Discover how Lees Je Reis helps retailers capitalize on this trend
Source: Market analysis of Belgian travel and book markets; Consumer behavior research on curated consumption; ANVR travel data 2024-2026